Why YouTube Isn't Enough for a Winning Video Strategy

In the competitive landscape of financial advising, having a strong video presence is essential. While starting a YouTube channel is a solid step toward reaching a broader audience, relying solely on this platform won't ensure your success. 

Today's consumers engage across numerous channels—social media, email, websites, and more—making a multi-channel marketing strategy essential. Although YouTube's algorithm can enhance your brand visibility and extend your reach, it ultimately prioritizes its own revenue-generating goals over your content. 

For financial advisors, it’s crucial to explore alternative video platform options that provide greater control over your content and the client experience.

YouTube owns your content

As outlined in YouTube’s standard Terms of Service, anyone can repurpose your video on their website. This means that once you upload your content, you lose control over its distribution to YouTube’s vast audience of 2.5 billion users. The original creator has no say over who utilizes the video or where it may appear. Suppose your video ends up embedded on a site with inappropriate content or content that conflicts with your brand values. In that case, it can pose significant risks to your business and harm your reputation.

The algorithm decides which video is displayed next

 If you embed your videos on your website, there is a risk that the next video shown may not align with your brand. YouTube aims to keep viewers engaged with its platform, so it will suggest content that they believe viewers will enjoy.

With Ghost video collections, you can curate your own content and control what videos your client sees next. Our clients leverage collections on their website to highlight their services, investment philosophy, teams and more.

Your competitors have the ability to purchase ads 

As I mentioned earlier, any competitor can buy an advertisement that plays before or during your videos. Even if you choose not to monetize your content, YouTube can still sell ad space within your videos, as outlined in their Terms of Service.

Ghost is and always will be ad-free.

Choosing a video platform - What to look for

Consistent brand look and feel

To look more professional, your video player should match your brand look and feel.  Unfortunately, YouTube does not give the ability to customize fonts or colors.

Ghost allows you to customize your video player’s fonts and colors.

• Select from a predefined list of fonts to customize the text on your call-to-action buttons and tagged links. 
• Change the background, text, and icon colors to align with your brand's identity and create a cohesive and visually appealing experience.

Share videos, and only your videos

When sending a video, make sure your clients see only your videos. As mentioned above, YouTube will serve up the next favorable video, that may conflict with your brand or messaging. With Video Sharing in Ghost, you can easily share videos via email, text, and social media.

• Share a Video Link: Just copy and share links to specific videos or entire video collections via email, text, and social media channels.
• Embed a GIF: Grab an engaging preview GIF for your videos to embed into your emails! 

Choose from multiple dynamic videos on your site

Advisors are elevating their websites, adopting video-focused sites to convert referral traffic. Ghost allows for flexibility on how to display your videos.

• Vertical, mobile-friendly videos for clients on the go, ideal for sending quick updates or sharing market news through text, email, or social media
• Landcape picture for longer form content that lives on your website or will be emailed out as part of a newsletter.
• A carousel is perfect for showcasing multiple videos in a series, such as a collection of client testimonials, case studies, or educational content.
• Embed video directly into your website’s key service pages with the inline player, offering visitors a seamless way to learn more without leaving the page.
• Keeps your message in front of the viewer with a floating widget. It’s a subtle yet effective way to remind clients of important updates.

Drive meetings and sales

With phone and email calls-to-action (CTAs), you can add phone numbers and email submission forms directly to your videos, making it easier for viewers to reach out to you instantly after watching your content. Designed to boost your lead generation efforts, Ghost helps you make real-time connections and track conversion success more effectively.

Phone CTA

• On Mobile: When viewers click the phone icon, their device’s default call interface will appear, pausing the video and allowing them to call you instantly.
• On Desktop: The phone CTA triggers the desktop’s default calling app (e.g., FaceTime), making it easy for viewers to connect.

Email CTA

• When clicked, an email form will pop up, pausing the video. Viewers will be prompted to enter their email and a message before clicking “Send.” Once submitted, an “Email Sent!” confirmation will appear, and the video will resume.

To sum it up, while YouTube may offer a pathway to reach a large audience, it also comes with significant limitations that can hinder a financial advisor's ability to control their brand and client experience. By hosting videos on a platform like Ghost, financial advisors can maintain ownership of their content, ensure a consistent brand presentation, and utilize effective tools for client engagement and lead generation. 

With greater customization options, ad-free viewing, and the ability to curate the viewing experience, advisors can foster deeper connections with their clients and position themselves more effectively in a competitive market. Ultimately, investing in a dedicated video platform solution is not just about enhancing visibility—it's about preserving your brand integrity and enhancing client relationships.

Discover how Ghost can elevate your video marketing efforts. Connect with a video expert today and take your strategy to the next level!

‍